Ghana risks losing an important part of its cultural identity if local foods and beverages continue to be treated as occasional products rather than everyday consumer choices, entrepreneurs Emmanuella Safianand Caleb O. Adjah, co-founders of Zaaki Beverages, have cautioned.
Speaking on Springboard Hangout with host Comfort Ocran, the entrepreneurs said younger generations are becoming increasingly disconnected from traditional Ghanaian beverages, creating both a cultural challenge and a missed economic opportunity.
According to Mr. Adjah, many local drinks remain largely absent from everyday consumption despite their long history and nutritional value. He noted that products such as asana, lamugin, and tamarind-based drinks are often only available at events, making them less visible to younger consumers.
“Especially for the generation to come, they do not even have an idea of some of these local beverages because they are not really exposed to them,” he said. He argued that Ghana needs to have broader conversations about local foods and beverages throughout the year rather than limiting attention to them during celebrations such as Ghana Month.
The entrepreneur expressed concern that many traditional Ghanaian foods and drinks are gradually disappearing from daily life, warning that this trend could weaken cultural identity over time. “Gradually, we are losing our identity as Ghanaians and Africans, so it is one thing we want to channel, that our local beverages and local foods are the best way to go,” Mr. Adjah stated.
Beyond preserving culture, he added that increased patronage of local beverages could create opportunities across the agricultural value chain by generating demand for farmers who produce raw materials such as millet and tamarind.
Madam Emmanuella Safian traced the inspiration for Zaaki Beverages to her childhood in northern Ghana, where her grandmother regularly prepared traditional drinks for the family. After relocating to Accra and searching for a business idea, she revisited those experiences and identified an opportunity to transform local beverages into commercially viable products.
The pair revealed that they spent several years studying ingredients, refining production processes, and collecting consumer feedback before fully entering the market. What began with fewer than 20 bottles distributed among friends has grown into a business producing about 2,000 bottles monthly.
The founders attributed part of their growth to consistency and a willingness to listen to customers, stressing that maintaining product quality is essential for long-term success.
Madam Emmanuella also encouraged young people interested in entrepreneurship to remain focused and patient, rather than seeking quick results. “Consistency is the best. Just stay focused and keep pushing. You will get there,” she advised.
Both entrepreneurs agreed that local beverages represent more than a business opportunity. They believe the sector can contribute to healthier consumer choices, create jobs across the value chain, and help preserve an important part of Ghana’s cultural heritage for future generations.
Watch the full episode here … https://www.youtube.com/live/v-N5zt45b7I?si=NcOFarICZ2rYmBWP
About Springboard Hangout
Springboard Hangout is a funducative, youth-centred show hosted by Comfort Ocran. It features inspiring stories, practical skills, and real-life experiences aimed at educating, entertaining, and equipping the next generation. The programme airs every Saturday at 4:00 PM on Joy Prime TV and on the Springboard Channel on Facebook and YouTube.
Marketing & Communications
Springboard Road Show Foundation